Alaska Airlines poised for record US college naming rights deal

Alaska Airlines has sealed a deal to acquire the naming rights for the University of Washington's 70,000-capacity Husky Stadium in a contract that is reported to be the most lucrative of its kind in US college sports.

The agreement, which is worth $41m (€37m) over 10 years, from 2015-16 to 2024-25, still requires the approval of the university’s Board of Regents.

The deal expands an existing relationship between the two parties, with Alaska Airlines now securing the status as the University's official airline for all three of its campuses.

The company will hold the naming rights for Alaska Airlines Field at Husky Stadium and the University of Washington Athletic Village presented by Alaska Airlines, as well as continuing its naming rights deal for Alaska Airlines Arena at Hec Edmundson Pavilion.

Over half of the airline’s annual investment will be allocated towards student-athlete scholarships and welfare.

Scott Woodward, the university's director of athletics, said: “This exciting new agreement will work directly to fund our student-athlete experience and allow us to stay in front of the rising costs of funding student-athlete recruitment, scholarship, travel and competition.”